Technology Acceptance as a Determinant of Online Grocery Shopping Adoption

Bauerová, Radka; Klepek, Martin

doi:10.11118/actaun201866030737

Cited by 46 publications

(45 citation statements)

References 34 publications

(45 reference statements)

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“…Many studies in the context of online shopping have drawn on the TAM [25,26,27]. Gefen et al [26] suggest that a website is an information technology; hence, the TAM should be viable to explain consumer intention to purchase online.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Empirical research on online shopping has found that that PEOU exerts a positive impact on PU in both developed and emerging markets [26,36,37]. That is, the easier it is for consumers to use internet connected devices or websites for purchasing products online, the more useful online shopping is perceived to be by these consumers [13,17,25,35,38]. A survey of online grocery shoppers conducted by Kurnia and Chien [39] reveals that the relationship between PEOU and PU is significant and positive.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach

Nguyen

et al. 2019

Foods

108

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Along with the development of the Internet and technology, food retailers have increasingly adopted online channels that enable consumers to buy food products online. This research aims to investigate the factors that influence consumer attitude and intention towards online food purchasing. A research framework was developed by combining the technology acceptance model with website trust, which is an important facilitator of online shopping. Using an online survey, data were obtained from 319 online food shoppers in an Asian emerging economy, i.e., Vietnam. Results from structural equation modeling show that perceived usefulness, perceived ease of use, and website trust are important drivers of attitude towards online food purchasing. Among these drivers, perceived ease of use has the greatest impact on attitude. Additionally, attitude and website trust exert a direct and positive effect on intention towards online food purchasing. Taken together, these findings have important managerial implications for key stakeholders, such as online food retailers, associations, and policy makers. One key implication is that online food sellers must endeavor to make their websites simple to use, easy to navigate, reliable, and secure. Several potential caveats for future research studies are also presented in this paper.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach

Nguyen

et al. 2019

Foods

108

View full text Add to dashboard Cite

show abstract

“…Online availability in e-shops was slightly preferred and mobile -slightly unpreferred, which was surprising. All the studies and other research papers (Bauerová and Klepek, 2018;Statista, 2019) pointed to consumers preferring online and mobile availability. However, Czechs, although being record online shoppers (Statcounter, 2019), do not prefer shopping online for food products (Špačková, 2018).…”

Section: Discussion Of the Resultsmentioning

confidence: 88%

Influence of technology on regional brands in Czechia

Stoklasa

2019

Engineering Management in Production and Services

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This article aims to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help to adapt the brands to customer needs. Regional brands are a speciality of Central Europe, which emerged due to consumer dissatisfaction with low-quality of global retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with a massive online presence. The sample consisted of 1050 residents of the Czech Republic. The data were gathered by a professional marketing agency Ipsos using a questionnaire survey. The sample was tested using the one-way Chi-square test, which had good compliance to test the basic sample characteristics, followed with the one-sample Kolmogorov-Smirnov test to test the data distribution, and then, the dependencies were tested with the Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis could be chosen to better understand the type of factors that could influence the results and their possible effect. The main findings indicate a slow change in the demand as customers are neutral in relation to regional brands available from online shops as well as their about social media presence but require them to have a good-quality website. Solutions are proposed using a government-run brand with a platform providing web layouts and hybrid e-shop. The type of content is proposed, indicating the appropriate execution, which should be done based on the researched-derived segmentation criteria.

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“…Consumers want to purchase regional products in supermarkets, 59.6% of positive answers and an average of 2.3, and on the internet, 54.5% of positive answers and an average of 2.4. Our colleagues Bauerová and Klepek (2018) argue, that the requirement of online shopping can be explained through Technology Acceptance. The last block of question 17-19 is focused on purchasing behaviour connected with availability.…”

Section: General Presentation Of Research Resultsmentioning

confidence: 99%

Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic

Stoklasa

Pitrunová

2020

Acta Univ. Agric. Silvic. Mendelianae Brun.

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This article deals with regional products in the Czech Republic. The goal is to examine the regional product characteristics, purchasing behavior when buying said products and basic segmentation criteria of their consumers. After an analysis of WoS and Scopus articles focusing on regional brands, we have concluded that areas explaining how consumers understand regional products (their characteristics), purchasing behavior and basic segmentation criteria are under-researched. Thus we have planned our research to tackle these areas. Our sample consists of 1050 respondents from the Czech Republic, gathered through questionnaire by professional agency Ipsos. We use Chi-Square test to test data, Kolmogorov-Smirnov test to test data distribution, Kruskal-Wallis test to test dependencies, and post-hoc pairwise comparison to test groups. Main results include: consumers assign different importance to regional product characteristics than regional brands communicate; most positive toward regional brands are age groups 36–45 and 26–35, university education, from Moravia or Silesia, least positive are youngest and oldest age group, with secondary education. We propose regional brands to utilize this knowledge when designing their communication.

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Technology Acceptance as a Determinant of Online Grocery Shopping Adoption

Cited by 46 publications

References 34 publications

Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach

Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach

Influence of technology on regional brands in Czechia

Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic

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